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Top Five Trends for Flavourings

10 Sep 2013

According to a report from BCC research, the global flavour industry was worth $11.1 billion in 2012. This market is expected to grow to nearly $14.5 billion in 2017, a CAGR of 5.4%. The soft drinks market accounts for nearly 65% of the flavouring market, mainly because of how easy it is to include new […]

According to a report from BCC research, the global flavour industry was worth $11.1 billion in 2012. This market is expected to grow to nearly $14.5 billion in 2017, a CAGR of 5.4%.

The soft drinks market accounts for nearly 65% of the flavouring market, mainly because of how easy it is to include new flavours to formulate new beverages.

We have detected five future trends in the flavouring market:

Nostalgia

In these times of crisis and instability, consumers look back to the good old days of childhood, comfort, familiar sensations, the time when we took the time… This trend, called “Retrospective” by Givaudan, is about the values ​​of the past, heritage, holiday memories, roots and so on. It is expressed through notes of vanilla, chocolate, speculoos, creamy strawberry, caramel, “banana flambée”, crème brûlée and the like.

Unconventional experiences

This trend is about offering consumers new sensations, unexpected flavours, challenging their senses in every possible way. It could be savoury flavours in sweet categories (such as Wasabi ice cream) or surprising associations (for example, Tesco has launched chocolate and mint flavoured baby beetroot).

Famille Haussmann has launched “Rouge Sucette”, bringing together red wine and cola, inspired by the Spanish cocktail Calimucho. This kind of recipe is supposed to attract younger people who are more likely to drink wine.

Healthy Flavours

Some ingredients have an inherently healthy image, such as tea, osmanthus, ginger, flowers, botanicals, superfruits, honey and spices. This trend is about using flavours to add health to a formulation in order to allow claims such as detox, energy, balance, zen, soothing, wellness, and body & mind.

Multi-tasking flavours

New flavours bring not only aromas to formulation, but also different functionalities such as salt replacement, dairy substitution, cost reduction and preservation.

Thus we see Multirome LS (DSM) which is a low salt savoury taste ingredient designed to meet the demand for salt reduction, label simplification and naturalness. Another example is DairiFusion PARMPLUS: because of its intense flavour, it can lower standard cheese usage up to 25%, depending on the application, while matching full-flavoured Parmesan profiles. Biorigin has its Biogard line of natural flavours that contribute to natural food preservation, inhibiting growth of some bacteria and against fungi.

Customisation

Consumers need to feel they are unique, the centre of the world: “it’s all about me!” Customisation is giving consumers the opportunity to choose flavours according to their interests, their style, their feelings. It’s the Subway concept: you choose the bread, the garnishing, the sauce to create a custom lunch.